Web Buyers Are Changing the Catalog World, Part 1 of 3

In the first part of a three-part series on the analytic measurements necessary for catalogers to understand their multichannel businesses, this week I outline four tactics to help marketers manage their Web buyers and look at why managing these buyers is so critical to their success.

Face it: The Internet age for catalogers is here to stay. The impact of Web buyers on catalogers’ operations continues to grow. Web-created demand and online order-taking continue to increase. The issue for catalogers is how to calculate the impact of Web buyers and drill down and understand how best to circulate to these customers. The Web has transformed the catalog world. Most every catalog has an ever-increasing proportion of Web buyers.